Are you the type of professional who is manning the ship of your organization’s digital marketing? Oh, marvellous – this article is for you. For several years, I was working for marketing agencies specialized in the world of digital. And I found myself responsible for both managing and executing digital marketing campaigns.

Digital Marketing doesn’t mean much to some, it’s entirely lost on others – but it’s been my intention to help people to better understand it. So, I’m going to speak from my personal experience. Not every digital marketing professional will agree (when do they ever?) but let’s jump into it!

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For every busy emergency room, there are many devices that medical professionals depend on to save lives and enhance people’s health. While to the uneducated eye, they may just look like thinks that beep and blink, to health care professionals they are essential. And that’s why marketing medical devices is an interesting stream in the world of marketing.

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Technology, for all of its benefits, has complicated the way we communicate. Between media, advertising and personal messages – the power of social media and the popularity of virtual lives have impacted all of them in some way.

One of the main ways that technology has affected communication is that it’s provided more platforms to communicate on. Instead of marketing a message through the traditional three platforms – radio, newspaper and television – now marketers have to subscribe to multiple platforms. Twitter, Facebook, Instagram and Snapchat are just a sample of new platforms that technology has provided. The problem is that maintaining the right marketing message on all platforms needed to reach the largest audience can dilute the resources available to create a meaningful message.

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Driving to work early in the morning in the dead of winter has its perks. Being up before the sun makes you feel like you’re in on a secret that few know about, and you get to savour little moments for yourself. For me, it came in the form of listening to early morning radio shows on my favourite stations, namely 102.7 The Peak.

In late 2014, the radio station teamed up with Trust Cloud, a free money transferring service, to giveaway lump sums of money to unwitting contestants who were nominated by friends through the #PeakItForward initiative. In essence, the campaign made a call to action to people who would nominate their buddies — some who wanted to fly home for the holidays, others who spent their savings donating to charity — to win some cash. The radio hosts would call aforementioned unsuspecting nominee, tell them they’ve won X-amount of dollars with which to use for flights home or to reimburse them for their generosity, and then pay the identical amount forward to the nominating friend/family member.

I drove all the way to work listening to these stories, mascara streaming down my face.

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While Joan Rivers had both a roaring personality and a lot of surgery — bless her soul — it’s not true of everyone who goes under the knife. The same could be said of companies and marketing firms who are constantly giving their campaigns a facelift with the latest technology as they try to appear more youthful. But here’s the problem with obsessive surgery and compulsive tech trend following: you’re so consumed with keeping up appearances, you forget the most important aspect of marketing — yourself.

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